What is Search Engine Marketing?
Search Engine Marketing, or (SEM) for short, is the process of building authority in the search engines by generating traffic and visibility via Search Engine Optimisation (SEO) and paid search methods.
This can often be confused with Search Engine Optimisation (SEO) which is more about making technical changes to your website to improve its chances of generating more traffic.
There are over 200 factors that most search engines review on your site. The search engines use systems whereby they send out a robot to evaluate each of your pages based on a default standard that only the search engine provider really completely knows and understands.
The challenge for most companies and SEO firms is to keep up with an ever-changing landscape that affects all aspects of how your web pages get indexed in the search results pages. Search Engine Marketing can be broken down into two primary areas:
- Gaining traffic through organic SEO efforts
- Gaining traffic through pay-per-click advertising
Most companies and people consider Search Engine Marketing to be based on the paid search model whereby you place ads strategically on different platforms, search engines to draw customers to your unique offer. Our opinion is that SEM is more about using all aspects of online marketing through search engines to drive traffic and conversions to your website, microsite, mobile site and blog with the goal of making a sale or getting a visitor to commit to the next action.
We’ll dig more into this area in the Search Engine Marketing category with tips and tricks that you can action on your Internet Marketing efforts right away.